Exposure, Attention, and Perception Chapter Four

Exposure, Attention, and Perception

Chapter Four

Copyright © Houghton Mifflin Company. All rights reserved. 4 | 2

Key Concepts

• Consumers’ exposure to marketing stimuli

• Characteristics of attention and sustaining

consumers’ attention in products and marketing

messages

• The major senses of perception and how consumers’ sensory perception is affected


Chapter Overview: Exposure, Attention, and Perception (Exhibit 4.2)


Exposure

“…reflects the process by which the consumer comes into contact with a stimulus.”


Exposure

• Marketing stimuli• Factors influencing

exposure– Position of an ad– Product distribution– Shelf placement

• Selective exposure– Zipping– Zapping

• Measuring exposure


Media Exposure- U.S. Advertising Expense (2002 and 2003)

Source: 2004- Facts About Newspapers, http://www.naa.org/info/facts04/expenditures-allmedia.html

Figures in $Millions

$0 $10,000 $20,000 $30,000 $40,000 $50,000

Newspaper

Magazine

Broadcast TV

Cable TV

Radio

Direct Mail

Yellow Pages

2002

2003


Shelf Placement and Manufacturers

“Manufacturers should be ready to meet the store's criteria for placement (marketing campaign, slotting fees), have adequate

personnel to cover sales and demos at each store, and be prepared to give an informed,

effective presentation as to how their product will increase product category sales.” -State of Colorado Dept. of Agriculture

Source: State of Colorado Department of Agriculture, ,http://www.ag.state.co.us/mkt/fgtp/chapter3.html


Attention

“…the process by which we devote mental activity to a stimulus…necessary for

information to be processed…activate our senses.”


Characteristics of Attention

• Selective

• Capable of being divided

• Limited


Focal and Nonfocal Attention

• Preattentive processing

• Hemispheric lateralization

• Preattentive processing, brand name liking, and choice


Hemispheric Lateralization

• Right hemisphere- Processing music- Grasping visual/spatial

information- Forming inferences- Drawing conclusions

• Left hemisphere- Processing units that can be combined: e.g.,- Counting- Processing unfamiliar words- Forming sentences


Hemispheric Lateralization


Gender-BasedHemispheric Lateralization

The gender difference in marketing messages, “…is manifested in men preferring advertising messages that feature competition and show

dominance and in women preferring messages that show importance to self as

well as others .”

Source: “Exploring the Origins and Information Processing Differences Between Men and Women: Implications for Advertisers”, Academy of Marketing Science Review, , 2001, http://www.findarticles.com/p/articles/mi_qa3896/is_200101/ai_n8945616


Enhancing Consumer Attention by Making Stimulus

• Personally relevant

• Pleasant

• Surprising

• Easy to process


Pleasant

• Attractive models

• Music

• Humor


Surprising

• Novelty

• Unexpectedness

• Puzzle


Easy to Process

• Stimuli– Prominent– Concrete– Contrasting

• Amount of competing information


Concreteness and Abstractness(Exhibit 4.6)


Attention

• Defines customer segments

• Habituation


Perception

“…occurs when stimuli are registered by one of our five senses: vision, hearing taste, smell,

and touch.


Perceiving Through Vision

• Size and shape

• Color

• Color dimensions

• Color and physiological

responses/moods

• Color and liking


Perceiving Through Hearing

• Sonic identity

• Sound symbolism


Perceiving Through Taste

• Varying perceptions of what “tastes good”

• Culture backgrounds

• In-store marketing


In-Store Marketing Tactics


U.S. Brands In-Store Marketing Expenditures (2004)

Source: Promo, Apr. 1, 2005, http://promomagazine.com/Comarketingforretail/marketing_tuning_shelf

$16.60

$1.00

$0.85 Point-of-Purchase

RetailMerchandising

In-Store Services

In BillionsIn Billions

2004 = $18.5 2004 = $18.5 BillionBillion


Perceiving Through Smell

• Smell and physiological response/moods

• Product trial

• Liking

• Buying


Perceiving Through Touch

• Touch and physiological

responses/moods

• Liking


When Do We Perceive Stimuli?

• Absolute thresholds

• Differential thresholds

– Just noticeable

– Weber’s Law

• Subliminal perception

and consumer behavior


How Do Consumers Perceive a Stimulus?

• Perceptual

organization

• Figure and ground

• Closure

• Grouping


Perceptual Thresholds• Absolute threshold (limen):

– The lowest level of stimulation at which you can detect a difference between “something” and “nothing.”

• Differential threshold– Just noticeable difference (j.n.d.): stimulation

change required to result in detection of a change. This is usually a constant proportion (k) of the baseline intensity of the stimulus.

k differs from modality to modality (e.g., the k for weight or kinesthesis is .02)

Intensityk = Base Intensity

D Intensity.02 = = .32

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Exposure, Attention, and Perception Chapter Four